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Marketing Agency Leadership Artificial Intelligence


HOW DOES AI ART MAKE CREATIVE DIRECTORS FEEL, REALLY?

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BY SAM ANDERSON | NETWORK EDITOR

October 2, 2023 | 12 min read

Listen to article 9 min 36 sec

AI art: everyone, it seems, has an opinion on it. But what do the people whose
jobs are affected by it really think? Time for an impromptu support group.

The Drum's AI art support group for creative directors: how scared are they
really? / Alex Knight via Unsplash

Not all that long ago, we were debating whether AI art could be any good. Some
sticklers are still holding out, but it’s getting hard to deny that AI-generated
images, gifs, and even videos can be impressive – and increasingly hard to
differentiate from the ‘real’ thing.

From here, presumably, the sky’s the limit. Verisimilitude we’ve hardly dared to
dream of; pace no human could ever achieve; outputs completely unclockable in
their artificiality. The only thing as limitless as these possibilities is the
list of concerns about the future they will help create. Deepfake nightmares;
copyright hellholes; the displacement of human artists by unfeeling robotic
facsimiles.

Speaking of those human artists, how high are their levels of concern (and
optimism, anger, and fear)? We gathered creative directors from The Drum Network
to share their feelings.

I’m Joe Hodgkiss, creative director at Nucco, and AI art makes me feel nothing:
“… And I mean ‘nothing’ in the strongest possible terms. I’ve never felt
emotionally moved by a piece of AI art.

“Perhaps ‘art’ is the wrong way to classify it. By nature, the ‘artwork’ is a
simulation of human thought. While admittedly very powerful, it’s a version
without the humanity that makes it authentic.

“That’s why I find much of the generated imagery easily recognizable and
strangely lifeless. It’s the product of a machine into which you enter
instructions until a pretty picture pops out. It’s hard to attach emotion to
that.

“That said, I’ve used the tools for preparing some presentations. So far, that
content has become instantly throwaway and forgotten about when the ‘real’ work
begins.”



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I’m Henry Daubrez, chief executive officer at Dogstudio/Dept, and AI art makes
me feel hopeful: “Among the thousands of grossly misinformed critics about the
advent of AI-assisted art, I can't help but notice how fast we are to discard
new creative frontiers because they're offering us yet another Shroedinger's
box.

“Doesn’t it really come down to what we have to say? Great artists embracing AI
tools are still great artists. Lousy ones won’t improve much because beyond the
low-hanging fruit of technical perfection and aesthetics. There’s a need for a
strong point of view, a story, and conscious curation through myriad soulless
results.

“AI art opens a world of possibilities. Millions of people now suddenly get a
chance to have something interesting to say. Will they take it?”

I’m Steve Pannett, head of creative at Hallam, and AI art makes me feel like Dr
Ian Malcolm in Jurassic Park: “It’s consumer-grade, weaponized churn borne out
of regurgitation, cross-pollination and arguably outright theft. Besides the
parasitic methods by which AI ‘art’ became a thing, it misses the fundamental
point of art being a form of expression, not an output. We lost this fight when
we first started referring to art as ‘content’.

“Anything that teaches you to cut corners in the name of efficiency is not art.
Anything that prioritizes speed and replication over care and consideration is
not art. Anything that rides roughshod over years of trial-and-error and
centuries of collective experimentation is not art.

“As Jeff Goldblum’s Dr Ian Malcom said, we were so preoccupied with whether we
could, we never asked ourselves whether we should.”

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I'm Bob Sanderson, design director at Jaywing, and AI art makes me feel a sense
of possibility: “We’ve been using AI tools in our design studio for some time.
The possibilities they generated were met with genuine excitement by some, and
apprehension by others. The sense of optimism, collaboration and excitement has
grown, although the true power still lies within the individual.

“In creative, how do we use AI software in a more ownable way? Our prompts
already make for a unique outcome. How we take this new information/imagery/copy
and incorporate it into our ways of working will determine if the software was
needed (and successful).”

I’m Stew Deane, design director at Radley Yeldar, and AI art makes me feel like
big ideas will be more important than ever: “Cool ideas hooked me on the
creative industry: Nike’s squeaky shoes; Castlemaine XXXX’s two sherries; any
Guinness ad (pre-Instagram). ‘Someone got paid to come up with this?’.

“Now, anyone can make art. That’s great; creativity is a key part of humanity. A
few prompts, and something arty appears. But are big ideas being lost, beyond
‘that was done with AI, pretty cool’? Remember sitting at the cinema watching
poor 3D films? Then we realized that they were a bit sh*t (Piranha 3DD?) so we
stopped.

“Creative is built on emotion, by creatives trusting their instincts. AI will
keep evolving, but without an idea that resonates with people, it will remain
soulless. Sure, anyone can make art now. But they always could – and it probably
evoked more emotion.”

I'm Dionysis Livanis, creative director at Definition Group, and AI art makes me
feel bored: “Most generative AI enthusiasts are non-creatives who think they
found a way to produce content quickly and cheaply. I have two main issues with
that: #1: They think of content instead of strategic creative ideas. #2: They
prioritize speed over effectiveness and originality.

“If producing generic images fast and cheaply is what you’re after, then genAI
is your thing. But if you’re looking to evolve a brand language or create
effective visual campaigns, genAI is just another tool that, at the moment, is
quite ineffective. Still, looking at the progress being made during the last
year, AI will soon be a valuable tool – not by replacing designers but by adding
to their toolkits.”

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I’m Dan Roberts, creative director at The Romans, and AI art makes me feel like
a modern-day alchemist: “Here we are, mixing technology with creativity to
conjure something extraordinary. It's not about perfection first time; it's
about collaborating with a digital muse that learns and grows with you.

“There was a time when folks thought the printing press was evil, fearing it
would undermine human knowledge. Fast forward and it’s the cornerstone of our
information age. AI art is no different. It’s a creative partner, a digital
co-conspirator unlocking uncharted territories of imagination. AI doesn't
replace the artist; it’s the ultimate wingman. It hands you the palette; you’re
the maestro.

“They once called trains ‘mechanical monsters’. We’ve always feared the new.
Embrace AI art, and you’ll see it’s a brush dipped in the colors of endless
possibility.”

I’m Landon Barton, creative director at Signal Theory and AI art makes me
cautious: “There’s a lot to be gained by this technology, but artists are going
to be exploited. AI can be great fun, like Arnold Schwarzenegger ‘singing’
Whitney Houston.

“It’s at its best when it's helping me brainstorm ideas that I then craft
myself. I also love the accessibility play with translating voices into multiple
languages (providing you have the artists’ consent). But, when you’re generating
‘art’ from only a prompt and calling it done, it’s lazy, uninspired and frankly
unethical, considering where AI is sourcing its references.

“Is it doom for artists? No. The technology is here to stay, but we need to
incorporate it ethically. Great power comes with great responsibility. We need
to avoid exploiting artists and instead make our jobs more accessible: speed up
ideation without replacing artistry.”




ENJOY A BREAKFAST-TIME READ

CREATIVE

AD OF THE DAY: SHELTER SPOT PLAYS ON CHRISTMAS TROPES BUT WITH A HEARTBREAKING
TWIST

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M&S SAYS DON’T DO CHRISTMAS TRADITIONS YOU HATE IN STAR-STUDDED FESTIVE SPOT

I’m Richard Trigg, design partner at Tangent, and AI art makes me feel
optimistic: “The world is never going to stand still (it would be boring if it
did). I view AI as a new medium for us to leverage the power of larger data sets
to design better experiences and express ourselves creatively. Yes, in its
current incarnation, it’s largely recreating what’s gone before, but it’s early
days. It’s a tool that will move art and design forward, similar to other
historic revolutions powered by technology.”

I’m Liam Edwards, senior designer at AgencyUK, and AI art fills me with a sense
of anticipation: “Designers’ toolkits are already brimming with creative
possibilities, and AI is an exciting new addition.

“AI isn’t a source of anxiety; it’s a liberator. In creative industries, time is
often our biggest enemy. AI can help to reclaim those precious hours that would
otherwise be lost to mundane, time-consuming tasks. This gift of time allows us
to channel our energy into the imaginative thinking required to harness the full
potential of this technology.

“It can also serve as a facilitator of fresh perspectives for tackling complex
challenges, magnifying designers’ capacity to craft remarkable work within
today's fast-paced digital landscape.”

I’m Ross McAlpine, design director at MG Empower, and AI art makes me feel
hopeful: “AI cannot replace creativity. It’s a powerful tool, but you need the
correct skills to use it. Creative studios will soon include prompters and AI
linguists.

“What started out as an experiment has quickly become an integrated part of our
creative workflow. AI can help to bring a vision to life in a matter of seconds,
accelerating decision-making. We still need skilled designers to edit the final
artwork, but we can now turnaround complex models rapidly, and cross-field
creatives can explore new outputs. We’re only at the start of the journey.

“AI won’t replace you, but the person who knows how to use it just might.”

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Marketing Agency Leadership Artificial Intelligence

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2019 and Brand Strategy Agency of the Year 2020 by Drum Recommends. Our services
span brand strategy, identity, positioning and activation; creative development,
media planning, social and PR including influencer outreach, community
management, content strategy & planning and web design and development.

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MG Empower

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amplification and full awareness campaigns, to world-class brands, talents and
innovators.

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Tangent

Design. Engineer. Optimise.

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Signal Theory

Signal Theory is a brand development, marketing and design firm with offices in
Kansas City and Wichita. Our job is to help people and brands connect in ways
that mean something, which is more complicated than it sounds.

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The Romans

We’re bored of boring PR. Founded in 2015 and backed by advertising agency
Mother, our team has worked with some of the world’s most exciting brands and
created some of the most innovative and awarded earned media campaigns of recent
years.

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Definition

The best brand are those that deliver consistent messages in everything they say
and do. In a world awash with hyperbole, disconnect and information overload, we
deliver brand strategies and experiences that are original, authentic,
consistent and true.

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Radley Yeldar

Radley Yeldar is an award-winning, independent, London and Birmingham-based
creative consultancy. Our 200-strong team of specialists has been helping to
create a world that believes in business for over 30 years, through a unique
blend of business and strategic integrated services – including employee
engagement, reporting, sustainability, brand positioning and identity, purpose
and more – all brought to life through film, campaigns, experiences, print,
digital content and platforms. Evidence times inspiration is the new formula for
success in a changing world and everyone needs something to believe in. So let’s
get started.

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Jaywing

At Jaywing, we’ve made it our mission to help clients establish concrete
foundations in a world of shifting sands. As a data-powered integrated agency,
we bring together the best minds in data intelligence, creative engagement and
channel performance to uncover unique insights that enable smarter outcomes. The
result? Better performing, effective solutions that create certainty, maximise
opportunity and eliminate chance.

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Hallam

We’re a multi-award winning full-service digital agency based in the UK, and a
trusted partner to some of the world’s biggest national and international
brands.

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DEPT

DEPT® is a pioneering technology and marketing services company that creates
end-to-end digital experiences for brands such as Google, KFC, Philips, Audi,
Twitch, Patagonia, eBay and more. Its team of 2,500+ digital specialists across
30+ locations on 5 continents delivers pioneering work on a global scale with a
boutique culture. DEPT® is committed to making a positive impact on the planet
and since 2021 has been Climate Neutral and B Corporation certified.

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Nucco

We are communication experts that change behaviour and perspectives.Part of
UNIT9, we are powered by one of the world’s leading creative, digital and
content production groups. We use insight-led creative to create digital
campaigns and content for advertising, marketing and internal communications.

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